Stayfree has expanded its menstrual hygiene portfolio with the launch of Stayfree Xpert XL, signalling a renewed focus on innovation as India’s feminine hygiene market continues to witness rising consumer demand, greater product differentiation and wider retail penetration.
The new product introduces 3-in-1 protection, combining Gel Lock Pockets for deep and instant absorption, an Air Soft Cover for a breathable and gentle feel against the skin, and a compact, individually wrapped design that fits into a pocket, making it easier to carry and dispose of. The product is available in packs of 6, 18 and 40 units, with the six-unit pack priced at ₹48, and will be sold through modern trade, general trade, pharmacies, e-commerce and quick commerce platforms nationwide. The launch reflects changing consumer behaviour, with women increasingly seeking products that combine performance, comfort and convenience. Manufacturers are responding by investing in technology-led innovations and expanding distribution across both offline and digital retail channels to capture a larger share of the fast-growing personal care market.
Commenting on the launch, SupriyaSrinivasa, Marketing Director, Stayfree, said the company continues to develop solutions that cater to different period experiences. She said Stayfree Xpert XL delivers superior absorption, enhanced comfort and portability, enabling women to choose products best suited to their needs. To accelerate consumer adoption, Stayfree has rolled out a nationwide digital campaign featuring influencers and actors Aditi Bhatia, AshnoorKaur and other creators. The campaign highlights everyday challenges such as leakage concerns, skin irritation and the inconvenience of carrying sanitary pads, reinforcing the brand’s strategy of combining product innovation with digital engagement to strengthen its position in India’s expanding menstrual hygiene market.
